Asda has turned on Black Friday, signalling its desire to move away from the sales event it helped popularise in the UK.
The supermarket, which is owned by US giant Walmart, brought across the American day of discounting to its UK outlets in 2013, making it one of the first retailers to capitalise on time- and stock-limited promotions on the last Friday of November.
Now, CEO Andy Clarke has slammed Black Friday, saying that Asda would instead focus on dropping prices by a total of 26 million in the lead-up to Christmas.
This year customers have told us loud and clear that they don't want to be held hostage to a day or two of sales,” he told The Guardian.
With an ever-changing retail landscape, now more than ever we must listen carefully to exactly what our shoppers want and be primed and ready to act the minute their needs change.
When it comes to putting customers first, Asda has always led the way, which is why we're just as confident in our decision to step away from Black Friday as we were in introducing it to the UK.”
Asda's Black Friday sales were among the most publicised in 2014, after customers were filmed fighting in the store's aisles over the limited number of deals available.
The retailer also brought in more than 2,000 extra members of staff last year to cope with demand.